生态翻译学视角下中国出口品牌广告英译策略

Translation Strategy of Chinese Export Advertisements from the Perspective of Eco-translatology

中国出口品牌广告的翻译是海外消费者了解和认同中国品牌文化的关键环节。广告翻译研究是一个涉及语篇、语用、市场营销和跨文化交际等的有机整体。生态翻译学研究视角从生态整体论角度综观审视翻译,其宏观生态理性对我国出口品牌广告英译具有指导意义。生态翻译学视角下,广告译者应注重对各国语言差异、文化传统、价值观和交际方式的深入理解,充分考虑译文在域外文化生态中的接受效果,对广告译文进行语言维、文化维和交际维的适应性选择转换。在此基础上,中国出口品牌广告翻译才能实现其营销推广的交际意图,传播品牌蕴含的中国文化内涵,为中国品牌文化“走出去”战略提供技术支持。

The translation of Chinese export advertisements is a crucial part for foreign consumers to understand and recognize Chinese brand culture.The study of advertisement translation is an integral system consisting of discourse analysis,pragmatics,marketing,and cross-cultural communication.From the perspective of eco-translatology,translation is analyzed based on the theory of ecological holism,which shed new light on the study of the translation strategy of Chinese export advertisements.According to eco-translatology,translators should gain a deep understanding of the differences among languages,cultural traditions,values,and interpersonal communication.Meanwhile,linguistic,cultural and communicative transformation should also be taken into full account to make sure the adaptation of translation text in the target culture.Therefore,the translation of export advertisements could achieve the communication and marketing goals,effectively transmit the Chinese brand culture,and provide technical support for the“going global”strategy.